Case Studies: Turning Browsers into Buyers
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This document contains a case study presentation by Brandon Finch, Director of eBusiness at Jelly Belly Candy Company, about turning website visitors into buyers through search engine marketing (SEM) and landing page conversion optimization techniques like A/B and multivariate testing. The presentation discusses Finch's background in ecommerce and provides an overview of key topics like defining conversion goals, landing page best practices, testing different page elements, and measuring success based on revenue per visitor metrics. Specific examples are given of A/B tests Jelly Belly ran, including some that improved conversion rates and some that did not.
Case Studies: Turning Browsers into Buyers
- 1. Case Studies Turning Browsers into Buyers Brandon Finch Director eBusiness, Jelly Belly Candy Company [email protected]
- 3. SEO and SEM Landing Page Conversion Optimization through A/B and Multivariate Testing Brandon Finch Director of eBusiness, Jelly Belly Candy Company
- 4. A Quick History of Brandon Finch • Hands-on in ecommerce since 2000 • Started with Patagonia’s Web Team • Worked for leading brands encompassing outdoor, footwear, apparel and motorsports • Currently Director of eBusiness for JBCC
- 5. Some Things to Know • My perspective is mine – You’ll have to develop your own perspective • I don’t know what you don’t know – We’ll start at the beginning • You can’t do it all – Prioritize – Do what you can do
- 6. This is a Huge Subject Because… • There are so many “conversion” scenarios – Define “conversion” for your business • Email and/or SMS sign-up • Lead generation • Product purchase • Or…? • And there are so many factors influencing conversion • We’ll focus most on SEM by Retailers – Applicable to other marketing efforts
- 7. I went looking for a hotel…
- 8. …and here’s what I got
- 9. Next!
- 10. Ah – much better! Agoda.com paid for the click, not my business!
- 11. The LP isn’t Everything Conversion doesn’t happen in a vacuum – consider the complete funnel. • Other pages contribute (or detract) – Product page – Shopping cart – Checkout pipeline – …and more • Other factors contribute, too
- 12. Conversion isn’t Everything The accepted triumvirate for success is: 1. Traffic 2. Conversion 3. AOV Taken together, these are your Revenue Per Visitor (RPV) factors.
- 13. LP Conversion Basics To maximize conversions, get visitors to the right page: • The page has a specific purpose • The page is somehow tied to a campaign – Accidental LP: already exists and is indexed (SEO) or chosen (SEM) – Planned LP: created for indexing (SEO) or for a campaign (SEM) • The page meets the customer’s expectation
- 14. Good LP Design has: • Relevance… – Search’s secret sauce (both SEO and SEM) – Prominent content is key – Natural language is best • …which is provided by Information – What question does the page answer? – Is there a clear value proposition? – Can the customer accomplish the goal?
- 15. Where to Land? The “level” of the Landing Page MUST match the “level” of the search: • More specific means more specific – Brand-level phrases = brand pages – Category phrases = category pages – Product phrases = category or product pages
- 16. Relevance and Level #1 Search Phrase “Polo Shirt”:
- 17. Relevance and Level #1 Resulting page:
- 18. Relevance and Level #1 Why not this?
- 19. Relevance and Level #2 Search Phrase “Polo Shirt”
- 20. Relevance and Level #2 Resulting page:
- 21. Relevance and Level #2 Why not this?
- 22. Best Practices for LP Conversions Page design should be… • In line with your brand • In line with the ad • User-focused – – – – Pay homage to what they need, not what the business needs Strip out the excess – avoid overload Give a clear value proposition (quality, price, differentiation) Give a strong and clear CTA • Refined – This is your first date! – Use your best copy – Use your best images
- 23. Who Got it Right? Search Phrase “A/B Testing Tools”:
- 24. Who Got it Right? Search Phrase “A/B Testing Tools”:
- 25. Test, Test, Test WiderFunnel distills it to PIE: • Potential – What pages are worst according to analytics and the customer? – How much can they be improved? • Importance – What pages get the most traffic and drive revenue? – How much does the traffic cost? • Ease – What’s realistic, technically and politically?
- 26. Test the Elements • Font – Typography, Size, Color • Images (types, not specifics) • Content (more complex decision = more information needed) • Product organization (list vs. grid vs. ???) • Refinement (facets and filters) – Price, Size, Color, Shape • Social proof – Ratings, Reviews,Testimonials
- 27. Measure your Success Revenue per Visitor (RPV) per LP • Traffic – good traffic • Conversions – the right images, information, CTA • AOV – easy to accessorize/up-sell Ask – How does your landing page support this?
- 28. Jelly Belly Testing, What Worked: Home Page Split Buttons
- 29. Jelly Belly Testing, What Worked: Shop with Trust Seals
- 30. Jelly Belly Testing, What Worked: International vs. No Tax Green vs. No Tax Red
- 31. Jelly Belly Testing, What Worked: Results Page Info Banner
- 32. Jelly Belly Testing, What Worked: 3x vs. 4x Grid
- 33. … And What Didn’t Left Navigation Removed vs. Left Navigation
- 34. … And What Didn’t Roll-over Button
- 35. Additional Resources • SLI Systems’ Conversion Optimizer (www.sli-systems.com) • Optimizely.com • SearchEngineLand.com • KissMetrics.com • WiderFunnel.com
- 36. Thank You! Brandon Finch Director of eCommerce, Jelly Belly Candy Company [email protected]
- 37. Case Studies Turning Browsers into Buyers Brandon Finch Director eBusiness, Jelly Belly Candy Company [email protected]